Integrating SEO Into a Comprehensive Marketing Plan Presented @ Think Tank Live! 2010 Advanced SEO Workshop October 28, 2010

1. Integrating SEO
Into a Comprehensive
Marketing Plan
Presented @ Think Tank Live! 2010
Advanced SEO Workshop
October 28, 2010
Rey Villar
Search Marketing Manager
Norvax/GoHealth.com

2. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi

3. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Going Digital
eConsultancy, Feb 2010

4. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Search Factoids
• 39% believe top ranked means industry leader
• 77% choose organic over PPC on searches
• 67% choose organic over PPC when buying
• 40% aware of ROI report 500% ROIs on SEO
• 62% click a link on the 1st page of SERP
• 42% of search users click on the #1 entry
• 8% click on the #2 entry

5. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
5 Biggest SEO Misconceptions
1. Purpose: solely to rank
2. Alexa rank means something
3. Can’t reach page 1
4. Stands alone
5. Is easy

6. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Pillars of Online Marketing
1. Search Engine Marketing
2. Conversion Website
3. Email Marketing
4. Social Media?

7. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Website Conversion

8. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Converting Visitors into Leads

9. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Design Mistakes
• Too artsy
• Too wordy
• Lack of focus
• Obstacles to closing
• Ignoring your prospects’ range
• Suspicious looks

10. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
3 Stages of Online Buying

11. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Who Are You Targeting?
3 Categories of Searches
• Information – Research & pre-shoppers
• Transactional – Intending to act
• Navigation – Specific site or brand

12. Advanced Keyword Strategy Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
3 Stages of Online Buying

13. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
SEM

14. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
SEO Elements

15. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google (and SEO) – Always Changing
• Google Algorithm
• Google Caffeine
• Google Instant

16. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi

17. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Getting Buzzed by Google Caffeine
• Faster impact
• Bigger index
• Unique content
• Increase load time
• Post Frequency
• Real-time content
• Indexation cap

18. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Google Instant Impact
• User interface system
• Search results basically same
• Keyword recommendation
• More impressions
• Lower CTR
• Long- and short-tail
• Better titles and descriptions

19. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
The Google Page Rank
• Named after Larry Page
• Link analysis algorithm
• Site popularity
• Link strength
• Don’t use as the main
factor for your SEO decisions
PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))

20. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Correlating Page Rank with Rankings
• Google – 18%?
• Bing – 17%?
• Yahoo – 4%?
SEOmoz 2010

21. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Correlating Other Metrics w/ Ranking
• Google PageRank – 18%
• Yahoo External Links – 24%
• SEOmoz Linking Domains – 25%
• SEOmoz Page Authority – 28%
SEOmoz 2010

22. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
A Brief Word on Microformats
Google supports (HTML) microformats
1. hcard – business card
2. hReview – user reviews
3. hReview-aggregate – overall rating
4. hProduct – ecommerce
5. hCalendar – dates and appointments
6. hRecipe – self-explanatory

23. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
What the Future Holds for SEOs
• Faster results
• Less traffic
• More competition
• No room for amateurs

24. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
What the Future Holds for Real SEOs
And Websites
Who Really
Understand
SEO

25. Successful SEO = Profits Think Tank Live!
SM
@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi
Recipe for Successful SEO
1. Start with Clear Goals
2. Use a Proven Formula
3. Build an SEO Toolbox
4. Organize, Measure and Adapt
5. Learn the Rules – then Bend Them
6. Outsource